The RFL has enlisted the help of former Safeway marketeer Matthew Crane, of Retail Matters, to take on board the views of fans, clubs, players and other stakeholders and re-define the core values of the sport.
Crane has already presented his initial findings to the 12 Super League clubs ahead of setting marketing strategies designed to highlight Rugby League’s appeal as a sporting spectacle, especially to families.
His findings were based on an extensive consumer research programme conducted by sports research specialists, Sports Marketing Surveys. The work highlighted just how strong the passion is for Rugby League among families and how much fans of all ages and both sexes relate to the sport.
“I believe the RFL is one of the few sporting bodies to take a hard look at its sport as a brand and fully understand the opinions of its key stakeholders and sponsors,” said Crane. “The research findings show that the values of the Rugby League brand stem from the tremendous passion shown for the sport, combined with its uncompromising nature on the field and the inclusiveness that surrounds the game and makes it accessible to everyone.
“It’s also almost impossible to over-estimate the enthusiasm of the fans for the game, as well as their knowledge, pride, loyalty and open acceptance of anyone who shares their passion for the sport,” he added.
The culmination of the exercise is likely to see a new brand identity for the RFL and the setting of key performance indicators for both the governing body and its leading Super League clubs later this year. The new brand focus is also intended to range from the Great Britain international team to the grassroots of the sport.
The move to assert clear brand values for Rugby League coincides with the arrival of Paul Kimberley as the RFL’s new commercial director and the conclusion of Tetley’s title sponsorship of the Super League at the end of the present season.
“This brand exercise is a vital aspect of our future marketing,” said Kimberley. “It will also determine how we maximise the increased levels of exposure during the tenth season of Super League next year, thanks to our new television agreements with Sky Sports and BBC Sport.”
Over eight million people claim to like to watch Super League on television and Sky estimates that 50 per cent of its audience is based in the south. More than 60,000 watch Super League live every week and it’s on target to attract 1.5 million paying customers this season.
